Implementing is the Hard Part

Implementing is the Hard Part It’s obvious.  Creating “strategy” is sexy.  It requires thought, knowledge, sensitivity to the marketplace, and creativity. MBA courses stress strategy.  Discussions abound on strategy.  We worry about social media strategies, mobile marketing strategies, strategies for enhancing “customer engagement” or the “customer experience,” advertising strategies, SEO strategies, inbound marketing strategies, sales…

CMO to CEO?

I recently started a LinkedIn discussion on whether a Chief Marketing Officer should be a leader first and a marketer second.  I was quite surprised by the diversity of opinion on the question; and I was even more surprised by the number of people who thought leadership was more important because the next logical step…

Is Marketing Setting Itself Up for a Fall?

Is Marketing Setting Itself Up for a Fall? We all agree that today’s prospects and customers – both on the consumer side and on the B2B side – are getting more sophisticated and demanding.  Simultaneously, of course, the tools, techniques, and mechanisms for reaching them are growing exponentially. The result is an explosion of marketing…

Expertise is Secondary

Expertise is Secondary Have you noticed that the job boards and LinkedIn discussion groups are filled with openings for marketing people?  Some of the job descriptions are impressive, demanding the ability to be proficient in a number of areas, including specialties such as social media, SEO, CRM, content management, and on and on, in addition…

A New Marketing Metaphor?

A New Marketing Metaphor? The marketplace has always been a complex and subtle combination of needs, wants, financial constraints, and economic imperatives.  In the last decade or so, that complexity has been amplified by an accelerating rate of technological change, radically new social mechanisms, and, in the last few years, a dismal economy. In marketing,…

Why CMOs Don’t Last

Why CMOs Don’t Last The typical CMO tenure these days is about 3½ years.  This is up from about 23 months in 2004, but it is still way below the average CEO tenure of 7-9 years.  This data, from Spencer Stuart, is for leading consumer companies.  (B2B CMOs often don’t fare even this well.)  And…

Uh Oh. There Goes the Marketing Profession…

Uh Oh. There Goes the Marketing Profession… Spencer Stuart recently issued a press release with the headline: “Average Chief Marketing Officer Tenure Hits New High: 42 Months.” Okay, so it is a press release, and the headline is an exaggeration. In fact, their data comes from CMOs at “leading marketers or advertisers with a significant…